Holiday Time is Peak 'Family Portrait Season' According to Yellow Pages Research

BERKELEY HEIGHTS, N.J., Nov. 24, 2010 /PRNewswire/ -- The holidays call for friends and family, good food, cheer, and lots of photographs to capture the memories. Families nationwide will turn to Yellow Pages print and Internet directories this season to find a local photographer to help share those special moments. In fact, more than 21 million references are made to the photographers heading in Yellow Pages each year according to the Local Media Tracking study conducted by Burke for the Yellow Pages Association.

"The holidays are a prime time for Americans to take family photos to share with friends and loved ones," said Natalie Wuchenich, Senior Research Manager for the National Marketing Division at YPA. "Our data show that a high number of consumers search for portrait-related businesses using Yellow Pages and nearly half of those consumers begin the process with little preference about which store to visit and make a purchase."

Married women with families drive references in the portrait photographer category. More than four out of five references are made by women (85 percent), with above-average usage among those who are married and have more than five family members.

"With the holidays upon us, it is just natural to think of our families and of capturing these moments with professional photography," says Christel Aprigliano, director of membership for Professional Photographers of America (PPA). "Finding a nearby photographer's information is the first step. You also want to find someone whose quality you can trust, and that requires some research."

Correct posing and lighting, the ability to anticipate those once-in-a-lifetime moments, and extensive experience can make all the difference in the visual records of your life. Here are some tips to help in selecting the right photographer:

• Shop Around: It's important to at least have an idea of the photography style you like the best, and that comes from researching and looking at photos.
• Ask to See It All: Be sure to ask for samples of entire photography sessions (like a finalized album). This will help you determine if a photographer lacks consistency in the quality of the images . . . and if the images look too much alike.
• Look to Connect: When you're relaxed and comfortable with someone, you become more natural in front of the camera, allowing for even better pictures.
• Seek Credentials: Look for the Certified Professional Photographer (CPP) designation, granted by the Professional Photographic Certification Commission, the world's leading certification agency for imaging professionals. Or look for photographic degrees earned through programs like those at PPA. The actions photographers take to earn PPA degrees help keep them abreast of the industry changes and keep their skills sharp.
• Think About the End Result: What do you want to take home with you? Part of your photographer search and planning should include what portrait products you want. Do you want something for Facebook? Ask the photographers what they have to offer for online use. As for prints, do you want something a little different? Something more than the usual wallets? Options abound and professional photographers are happy to help you choose the products that best fit your needs and your budget.

For more information on Yellow Pages headings, visit: http://www.ypassociation.org or http://www.insideyp.org.

About the Yellow Pages Association

Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Association® (YPA®) is the largest trade organization of a print and digital media industry valued at more than $27 billion worldwide. Association members include Yellow Pages publishers, who produce products that account for over 95 percent of the Yellow Pages revenue generated in the U.S. and Canada. Members also include the industry's international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers. The Association has members in 29 countries.

Neg Norton is president of the Association. Christopher Cummings, CEO of Marquette Group, is the chairman of the board of directors. YPA board member companies include Super Media, Local Insight Media, Dex One, DAC Group, AT&T Advertising Solutions, Wahlstrom, Telmetrics, Inc, Nationwide Media, Yellow Pages Group and YellowBook.

The Yellow Pages medium provides a powerful return on investment for advertisers and can serve as the cornerstone of an integrated advertising media mix. For more information, please visit the YPA website at www.ypassociation.org or call (908) 286-2380. To learn more about Yellow Pages advertising, visit www.buyyellow.com. For a Who's Who of Internet Yellow Pages and search engines, visit www.localsearchguide.org.

The Yellow Pages Integrated Media Association is a Delaware not-for-profit corporation, dba Yellow Pages Association.

About the Professional Photographers of America

Professional Photographers of America (PPA), an international non-profit association for professional photographers since 1880, exists to assist its 22,000 members with unparalleled protection, education and resources to ensure their continued success in the photographic industry. For more information, visit www.ppa.com/findaphotographer/.

SOURCE Yellow Pages Association

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